Photo by Justin See
Who needs strategic communications?
You do. Whether you run a business, wrote a book or have a cause to promote, you need to reach the right audience. And that’s what strategic communications are all about.
Incorporating media relations, message development, social media strategy and more, strategic communications are the key to reaching people — specifically, the audience that will be interested in your product.
So what makes a strong strategic communications plan? Here are some key factors:
A Thorough Timeline
To accomplish your goals, your company needs a detailed communications timeline. This timeline will be built around newsworthy items, such as the launch of a new offering or a major event. It needs to be realistic, and include time to develop both messaging and the actual product or event you are promoting.
In terms of media outreach, a communications timeline should take into account reporters’ publishing schedules as well as your own plans. Media outreach needs to be launched at the proper time, when you have something to say but it’s not yet old news. You also need to give yourself time to personalize outreach and build relationships. It’s easy to send out an email to 200 recipients … but that type of outreach will not result in high-quality media hits.
Clear Goals
Aim high, but be realistic. Most young companies aren’t going to end up on the front page of The New York Times, at least not anytime soon. So what is a good target? Often, a niche publication is actually the best bet for a company trying to reach a specialized audience. A strong strategic communications plan will begin with outreach to those you have a strong and clear connection to – local reporters, very specific outlets. Then, use this coverage to show the value and interest of your story when reaching out to more widely known outlets.
Well-ordered plans
It is so easy to jump in to an exciting new project head first, before you are properly prepared. It is harder but ultimately more rewarding to take things step by step. Do your research and have hard statistics about why your product or service is needed now, not later. Start outreach after your branding and messaging is worked out.
Create a media kit so that you are prepared with key information for interested reporters. Lay out a chain of activities for after you land media coverage, including how you will promote it on your social networks, add it to your website, and use it in future marketing.
Ultimately, remember that strategic communications is a long game. Don’t leave anything to the last moment. Media outreach doesn’t succeed overnight. Strong branding and communications are built over time.
